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TABLE OF CONTENT
INTRODUCTIONThe internet is being developed rapidly since last two decades, and with relevant digitaleconomy that is driven by information technology also being developed worldwide. After along term development of internet, which rapidly increased web users and highly speedinternet connection, and some new technology also have been developed and used for webdeveloping, those lead to firms can promote and enhance images of product and servicesthrough web site. Therefore, detailed product information and improved service attracts moreand more people changed their consumer behaviour from the traditional mode to more rely onthe internet shopping. On the other hand, more companies have realized that the consumerbehaviour transformation is unavoidable trend, and thus change their marketing strategy. Asthe recent researches have indicated that, the internet shopping particularly in business toconsumer (B2C) has risen and online shopping become more popular to many people.According to the report, The Emerging Digital Economy II, published by the US Departmentof Commerce, in some companies, the weight of e-commerce in total sales is quite high. Forinstance, the Dell computer company have reached 18 million dollars sales through theinternet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars totalsales were achieved through the internet (Moon, 2004). Therefore, to understand internetshopping and its impact on consumer behaviour could help companies making use of it as aform of doing e-business.There are many reasons for such a rapid developing of internet shopping, which mainly dueto the benefits that internet provides. First of all, the internet offers different kind ofconvenience to consumers. Obviously, consumers do not need go out looking for productinformation as the internet can help them to search from online sites, and it also helpsevaluate between each sites to get the cheapest price for purchase. Furthermore, the internetcan enhance consumer use product more efficiently and effectively than other channels tosatisfy their needs. Through the different search engines, consumers save time to access to theconsumption related information, and which information with mixture of images, sound, andvery detailed text description to help consumer learning and choosing the most suitableproduct (Moon, 2004). However, internet shopping has potential risks for the customers, suchas payment safety, and after service. Due to the internet technology developed, internetpayment recently becomes prevalent way for purchasing goods from the internet. Internetpayment increase consumptive efficiency, at the same time, as its virtual property reduced
internet security. After service is another way to stop customer shopping online. It is not liketraditional retail, customer has risk that some after service should face to face serve, andespecially in some complicated goods.
CHAPTER TWOLITERATURE REVIEW
LITERATURE REVIEWE-Business probably began with electronic data interchange in the 1960s (Zwass, 1996).